Continuing our discussion on marketing tactic building blocks let’s talk about the block labeled Tools and how it related to referral marketing, specifically, working with Strategic Referral Partners.
For this discussion, tools include items such as newsletter creation and distribution software as well as standard letters or your marketing kit.
What are some specific tools we need to successfully implement the tactic of working with Strategic Referral Partners?
Perfect Introduction in Reverse Letter – once we identify a potential Strategic Referral Partner, (someone who serves a similar target market that we do but solves a different problem for that group), we must approach them and learn more about them in order to determine if they are, in fact, a good match for our business. One of the tools we use in Duct Tape Marketing to help us approach potential referral partners is something called the Perfect Introduction in Reverse. Basically, this is a letter that helps open the door to a new relationship by asking your potential partner how you may be able to better help them.
A Referral Kit – once you confirm that someone is a good fit for the role of strategic referral partner for you firm, you want to make it is as easy as possible for them to refer others to you. This is where your Referral Kit tool comes into play. This can be as simple as one page, but you will want to include educational material on how to spot your ideal prospect, how to communicate what you do, as well as an explanation of what will happen once you receive a referral. You may also want to include special appointment cards, gift certificates, or special passes to your upcoming events.
A stay in touch system – another essential tool to successfully implementing a strategic referral partnership is having a system in place to follow up. This system can be a sophisticated CRM (customer relationship management) software program or it can be a simple set of index cards. The important thing is that you systematically stay in touch with you referral partners so that when they do run across someone who has a need for what you do, they will remember and refer you.
Those are just three examples of tools that you will want to have in your marketing toolkit. Once you have these tools, you can leverage them across different contacts as well as different marketing tactics.
Next time, we’ll talk about the Knowledge & Skills building block.
Referral Marketing Programs for Professionals
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Bill Brelsford Small Business Marketing Consultant
